New creatives in the kitchen: My Muscle Chef appoints TBWA to its creative account

News 20 Jul 2021 - 1 min read

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Tags: my muscle chef TBWA Creative agencies

My Muscle Chef has appointed TBWA\Sydney as its strategic and creative agency partner, as the ready-made meal business continues to surge following a strong growth period in 2020, including securing tens of millions in new private equity funding.

What you need to know:

TBWA\Sydney has won My Muscle Chef's creative account.
My Muscle Chef serves 1.6 million readymade meals delivered to 4500 suburbs every month.
Last October, My Muscle Chef received more than $100 million in funding from Quadrant Private Equity.

Ready-to-eat meal business My Muscle Chef has appointed TBWA\Sydney to its strategic and creative account.

The business, which was founded by two brothers in a Sydney garage in 2013, delivers meals, snacks and protein drinks to 4,500 suburbs and 2,500 stockists every month.

It delivers more than 1.6 million meals a month and received $100 million in funding from Quadrant Privacy Equity in October last year.

Nick Love, Chief Customer Officer at My Muscle Chef, said: “As the market continues to expand and consumer attitudes to nutrition, convenience and quality evolve, we are excited to partner with TBWA\Sydney to develop a distinctive new brand platform to support our future growth and differentiation beyond our award-winning meals.”

Earlier this year, My Muscle Chef marketing boss Clementine Churchill exited the business to join hospitality tech start-up me&u.